No Frills is straightforward: standard value propositions are pared down to their bare essentials, with the resulting cost savings typically passed on to customers in the form of significantly lower prices. The fundamental goal is to reach a much larger audience, ideally the masses. While these customers are generally more price sensitive than those in the upper socioeconomic strata, this business model can still be quite profitable once it has gained traction in the mass market. Naturally, a prerogative for success is to continuously optimize all processes to reduce costs, as this is the only sure way to keep prices low enough to attract a truly broad audience. One effective method of lowering costs is to standardize offerings in order to maximize economies of scale and production capacity utilization. Another option is to optimize distribution by incorporating self-service. If everything goes according to plan, the combination of a more focused value proposition and cost savings will suffice. This implies that the value proposition should be trimmed in areas where the greatest cost savings can be realized.

 When and how to apply No Frills:

 Markets with a low cost of entry are ideal for the No Frills pattern. Customers who are extremely price sensitive will only purchase products and services at a price that is appropriate for them. The No Frills pattern works best when economies of scale and cost reduction are achieved through the use of standardized products, processes, and services. Emerging markets and their 'cost-effective' products provide fertile ground for No Frills offerings. 'Less is more!' is the war cry of No Frills.
Well-known companies that use this pattern are Tata Nano and easyJet.